Wine Social Media Mobile App Seminar Nov-12 NZ Tour
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Wine Marketing Seminar: How to Use Social Media & Wine Apps to Sell More Wine November 2012 Bruce McGechan
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Transcript of Wine Social Media Mobile App Seminar Nov-12 NZ Tour
Wine Marketing Seminar:How to Use Social Media & Wine
Apps to Sell More WineNovember 2012 Bruce McGechan
Before we start
• Phones
• Break
• Questions
• Video
• My background
2
What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
3
Wine SoMoLo
1990s
• Websites
• eCommerce
2000s
• Social Media (open from mid’05)
• Mobile (the iPhone in ’07)
• Local (Yelp & FourSquare from ’09)
4
Social Media is big
• 300 million social media wine conversations
• 10 million social wine consumers (vintank)
• 73% of core wine drinkers use Facebook
• 24% Twitter (Wine Market Research Council 2011)
5but ...
... put in perspective and ignore the hypeExample Premium Wine Marketing Plan
Product
• Style
• Label
• Bottle type
• Case type
• Awards, reviews and ratings
Place
• On Premise Distributor objectives:
• Best precincts, fine dining establishments and premium bars
• On Premise Trade Program: trade visits, info, training, tastings
• Off Premise Distributor objectives:
• Best boutique wine stores
• Premium point of sale
• Supermarket and chain liquor store objectives
• Stop supporting promotional discounting
• Direct
• See Promotion below
Price
• Review category leader prices
6Just one part of a wider marketing plan
Promotion
• Internet Marketing
• Website - eCommerce & SEO
• Email marketing
• Advertising
• Social Media
• Mobile / Tablet Apps
• Local and Location
• Direct Marketing
• Cellar Door
• PR
• Magazine, TV Advertising
• Events
• Charity and Donations
What is Social Media?
• We use web and mobile technology (“Media”) to
• Interact with others (“Social”)
• Why? > It’s like VoiceMail
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Wine Market Australia’s Post
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Owned, Paid, Earned Media
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OwnedMedia
PaidMedia
EarnedMedia
Source: Sean Corcoran, Forrester Media
Watching
Sharing
Commenting
Producing
Curating
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Source: Charlene Li, Altimeter Group
Levels of Social Media Involvement
• Your customers?
• You?
Social Media ROI - the value of influencers
Normal Marketing Math
• Customer Value per annum
Social Media Math
• the above PLUS Value of Referrals
Not everyone is equal
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Brand Management and Brand Voice
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Competitors
Company
Consumers
http://www.mylocalwinestore.com/?p=4241
Fire --- Ready - Aim
• Start with your marketing objectives and strategies
• Objective
• Strategy
• Target Market
• Social Media
• Substantiation
• Time and Money
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Project Genome
Source: Constellation Wines
How to Sell Wine OnlineOther Market Segmentation:• Bruwer and Johnson• my own
see my blog
Source: Constellation Wines
Objective>Strategy>Tactic, Social Media Brief Example
• Business Objective:
• Boost Margins and Volume by changing to a Higher Value Customer Mix.
• Marketing Strategy > Promotion > Internet Marketing:
• Strategy: fewer Savvy Shoppers more Enthusiasts.
• Consumer Insight: “They’re super passionate about wine and love discussing it with other like minded people.”
• Promotion > Internet Marketing: Increase engagement with Enthusiasts through the Facebook Page
• Action: encouraging Wall Post comments or users themselves posting on the Wall.
• Creative: interesting photos of the vineyard and winery people around harvest.
• Metric / KPI:
• Increase # of Facebook user wall posts, shares or comments this month vs. last month by 5 for next 6 months
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Will posts appear on the fans’ wall updates?
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Share
• 350 friends/likes = 350 ‘edges’ pd?
• No, on average 16% of Page posts appear on fans Walls
• It depends on Page’s EdgeRank
• Affinity - views and engagement
• Content Weight - type and engagement
• Time Decay
• and Paid Ads
Comment
What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
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Connect - Engage - Influence
• Connect: Build the Fan base
• Create a Facebook page, then put like buttons on everything
• website, emails, label, carton, shelf talkers
• Numbers are not everything but they do matter
• inactive/spam vs passive vs active followers
• best of all: influential engaged active followers
• Plus Paid Ads...
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Paid Ads
• Ad
• Sponsored Story
• Promoted Post
• Offers
• Check-Ins
• Retargeting
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Standard, Sponsored and Promoted
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FB page (or to www)
Promoted PostStandard Ad and Sponsored Stories
Interest targeting
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Wine = exactly#Wine = similar
Broad Categories:
Beer/Wine/Spirits
Choosing Broad limits Interests, doesn’t expand
Offers, Check-In, Retargeting
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Retargeting
Offers Check-In
Connect - Engage - Influence
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Set Community Expectations
Provide Cohesive Branding
Live Authenticity
Participate in Dialog
Encourage Interactions
Foster Advocacy
Be Up To Date
Solicit A Call To Action
Every day, post ahead - Content Calendar ...
Source: J. Owyang, “Altimeter Report: The 8 Success Criteria For Facebook Page”
• Engage: Encourage Fans to make some Action on your Page
Content Calendar Illustration
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Monday Tuesday Wednesday Thursday Friday Saturday Sunday or Week1,2
Winery
Vineyard
Illustration
Food
Humour
...
x
x
x x
x
x
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Vineyard Photos
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Winery Photos
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The Company People
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Animals
Customer Photos in Event Albums
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Customer Photos at Events
Photos of Customers at Events
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Photos of Tasting Room Customers
Asking for Photos
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Asking for and Sharing Fan’s Photos
Agencies are great for Illustrations
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What Should We Do?
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What are You Drinking?
Asking Questions
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Asking Questions
Where in the world is this bottle of Barefoot Pinot Noir?
Personality Questions
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Pop Quizzes & Competitions
Sneak Peek at New Release...
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Integrating Twitter + Facebook
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Humour
Humour
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Humour on the Label
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Humour #tellajokeday
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Topical Humour
Someecards & Humour
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Write the Caption Contest
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All up, 5.9K+ Shares
Finish this Song... Caption this Photo...
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Finish this Sentence...
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Fill-in-the-blank, Thursday is for ......
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Food & Drink Recipes
Food: Recipes and Pairing
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Wine Info
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Connect - Engage - Influence
• Influence: Fans’ Friends
• motivate people to post about your wine
• contests, photo requests
• encourage them to share with their friends
• Remember EdgeRank
• Put this regularly into your Content Calendar
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Influence < Engage < Connect
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Facebook Users (with an interest in wine)
Winery Fans
Winery Engaged
FansInfluenced
Fans’ Friends
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Influence: Customers Spreading the Word
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Influencing on your behalf
Twitter Practice
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• Strategy?
• Brand Personality
• 1. Research / Listen / Monitor
• wine community and influencers
• 2. Build real relationships with real people
• Sharing their stuff, mentioning them
• 3. Create and find great content
• Measure Resonance - does the conversation start, are you retweeted - how long does it last?
• Key Difference with Facebook: No EdgeRank in Twitter World, it’s all in the moment, RT, influencer RT
• Klout / Kred / Peer Index scores are only indicatorsSource: Ruth Burr, SEOMoz; Brian Solis
“What’s interesting?” for your group of followers
• Explain how to do something
• search for question words - who, what, where, when, why, is there, why isn't there - answer questions
• Sharing
• Break news
• Provide the bizarre (pics)
• Introduce people to other people
• Design tweetable moments e.g. events #tag
• More sharing, more thoughtful, more stories
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Source: Ruth Burr, SEOMoz; Brian Solis
Metrics
• Anecdote
• Correlation
• Multi-variate testing
• Links and Tagging
• Integrated (e.g. Social Connect)
• Direct Commerce
• SME - just count and compare ;)
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Source: Susan Etlinger, Altimeter Group, "The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social
Media" July 24, 2012
Metrics: Links and Tagging
• Links and tagging
• Bit.ly: to track links
• Google Analytics: tag utm codes to the end of links
• ? then &utm_
• source, medium, campaign
• Source = specific source
• Medium = general source
• Campaign = specific promotion
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www.mylocalwinestore.com/nz1112/?utm_source=facebook&utm_medium=cpc&utm_campaign=nz1112
www.mylocalwinestore.com/nz1112/?utm_source=facebook&utm_medium=social-media&utm_campaign=post18Nov11
Metrics: Integrated
• Social Connect
• EdgeRank tracker
• Facebook Insights
• mostly “Impressions” not Actions
• Real engagement = Comments, Shares, full size Photos, Video plays, Event joins - not Likes
• Talking About This includes Likes
• Best stat is “Lifetime Post Engaged Users”
• Viral data polluted by impressions not actions
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Metrics: Social Commerce and the simplest way
• Social Commerce
• e.g. ecwid: Facebook Commerce analytics
• SME could just count and compare
• Your Hand: finger analytics ;)
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Metrics
• Metric Calculation
• This Period vs Previous Period, Competitors vs You
• Sentiment: % negative vs neutral vs positive
• Twitter: RTs and @ mentions, how long to they last?
• Remember Influencers Amplify
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What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
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The Software
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Wine Directory
Social Connect
Facebook Plugin (for Social Candy)
New Wine App
The Center: Wine Directory
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• An internet database for wineries from Californian wine marketing technology firm vintank
• Wineries upload accurate winery and wine product information including photos, videos, QR codes, location, tasting room details...
• Accessed by over 300 wine social networks, mobile apps, retailers and industry bodies
• Aggregate audience of over 9 million potential consumers
• Starter for other software: Social Connect, Facebook wine page, Wine App
• It’s Free!
Winery Input Home Screenshot
Sign up at www.vintank.com
What you read
71Winery Input Details Screenshot Winery Input Digital Media Screenshot
72Winery Output Screenshot: Web Page
What the humans read
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What the machines read
Winery Output Screenshot: JSON
Social Connect
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• Wine Social Media Monitoring and Management tool
• Has measured:
• over 300 million wine conversations.
• 30 million quality wine conversations (variety, brand, region).
• Has profiles from more than 10 million social wine consumers.
• 15K wine specific platforms, 170K social sites and blogs and over 90K forums
• Twitter, Facebook, Flickr, YouTube etc
• CellarTracker etc
Social Connect Dashboard
• The Social Dashboard
• high-level snapshot of the latest activity
• Sources:
• Blogs
• Microblogs (inc. Facebook, Twitter)
• Tasting Notes (inc. CellarTracker)
• Forums
• Media
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The Vintank Dashboard
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Summary
Top & Recent Mentions
... more recent mentions
Report
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Standard Report i.e. last period vs this period
Customized Campaign Report: e.g. event, competitor, tagline
More Reports & Price
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• Competitive set
• Earned media vs Owned media
• Sentiment Analysis
• Influence Analysis
Sign up at www.vintank.com
Social Candy
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US$20-30 per month
Sign up at www.social-candy.com
Sign up for both, then simple 3 step integration
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1
Wine Directory & Social Candy Wines Tab
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Social Summary
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• Think EdgeRank: views and Likes are too passive, want Comments & Shares
• Think Resonance: RT, @ mentions
• Influencers are an order of magnitude more important due to size and responsiveness of their social network
• Wine Social Media Campaigns want to Connect - Engage - Influence
• Use Metrics: compare one period vs another, do it manually or by Social Connect
• Wine Internet database: Wine Directory
• Social Media Management: vintank.com Social Connect
What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
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Why Mobile?
• 365mn iOS devices, 1.5 trillion push notifications, 10 billion tweets from iOS5 (Apple)
• More iPads were sold than any other PC brand this year (Apple)
• 50% of US consumers now own smartphones, and that increases by 1% per month (Neilson)
• 39% or 29mn of US ‘core wine drinkers’ use ‘wine, food, restaurant or bar apps’ (Wine Market Council 2010 study)
• Mobiles and Tablets can be used EVERYWHERE
• Jargon: operating software
• iPhone/iPad: iOS (Apple)
• Samsung, HTC, Motorola etc: Android (Google)
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Wine SoMoLo: Social meet Mobile
• Always leave house with 3 items: keys, debit/credit cards, mobile
• 488mn people using Facebook mobile every month
• 50% of active users use Facebook through their mobile phone and they are twice as active
• Facebook is integrated into iPhone and iPad as of the latest iOS version (Oct-12)
Social and Mobile meet Local
• Offers in the news feed for places pages (400> fans)
• Check-In deals (Facebook and FourSquare)
• “are you reading this on your mobile phone” come in to day for a free tasting
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What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
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Everyone should have a mobile website
Users browsing on their mobile devices will click on links to your page
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What is it? Mobile Web vs Mobile App
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• Mobile Websites
• Don’t need to be downloaded
• Available to all
• Easier to build
• Do not need approval
• Mobile / Tablet Apps
• App Store
• Better iOS integration
• Push notifications
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Outdated Practice
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Outdated Practice
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Good Practice
Good Practice
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Best Practice (Almost)
Best Practice
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Facebook Integration: Good to Bad
The Pages
• Basic Pages:
• Wines
• About
• Location
• Tasting Room
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Marketing Strategy?
• Shopping Cart (mCommerce)
• Wine Club
• Social Media sharing & check-in
• Facebook, Twitter (foursquare, SCNVGR, email and SMS)
• Blog integration (FB/TW news feed)
• Events
• Retailer stockists
• Videos, technical sheets, QR scanner, food pairings, news, email sign-up, awards, tour & tasting bookings, accommodation, trade, regional/vineyard terroir, regional/vineyard vintage chart, education,
Native Apps vs Web Apps
• Web App
• Html5 in a browser container
• Icon from “Add to Home Screen”
• ‘downloaded’ from the web
• Native App
• native code in a native container
• App Store
• Hybrid App
• web page in a native container
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Native App Advantages and Disadvantages
Native App Advantages
• App Speed
• Access to Hardware: camera, accelerometer and gyroscope
• Push Notifications
• Bar code, QR code and Image Recognition app integration
• App Store distribution
Negative: App Store Approval
but Web Apps are rapidly improving
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Web App Pros and Cons• Web App Disadvantages
• App Speed
• No Access to Hardware (camera?)
• No Push Notifications
• App integration
• No App Store distribution
• Web App Advantages
• Downloaded over the web
• Cheaper
• Multi Platform
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What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software:
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
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Objectives vs Fire - Ready - Aim
Start with your marketing objectives and strategies
• Objective
• Strategy
• Target Market
• Mobile Technology
• Substantiation / Action
• Time and Money
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Source: Constellation Wines
Objective Example
• Business Objective:
• Boost Margins and Volume by changing to a Higher Value Customer Mix.
• Marketing Strategy > Promotion > Internet Marketing:
• Strategy: Encourage more repeat purchase from Traditionalists.
• Consumer Insight: “They may want to buy their favorite wine while on the train, bus, or traffic jam on the way home from work.”
• Promotion > IM: Increase repeat sales with Traditionalists through enabling them to buy wine no matter where they are
• Action: develop an iPhone and iPad app with an eCommerce facility
• Metric / KPI:
• Google Analytics for Mobile: Sales “Conversions” or “Assisted Conversions” total $1000 pm by X
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Winery iOS App Development Project Brief
Background
Your company and business objectives.
Technical
Design: Please provide mock ups including an icon. Keep to Apple Human Interface Guidelines. Build to iPad Retina standard. Brand images and Page descriptions attached.
Some apps that inspired my thinking are: list ones you like.
Data: The app is completely native an all data to be held as part of the app. OR The app is native and some pages can be updated from the internet.
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Software: iOS6 Native Objective C. Using Apple Maps.
Devices: Apple iPad (Retina), Apple iPhone (4+)
Analytics: Google Analytics Mobile Analytics iOS should be integrated.
UDID: my (Retina) iPad testing device UDID is (0=zero): XXXX
Apple App Store Submission: Developer to submit
Project management: please nominate a project management and reporting process
Winery iOS App Development Project BriefResponsibilities
Contractor
- wireframe design
- functionality list
- Future submission to Apple via iTunes Connect
- production
- design: use of standard Apple design components no customer design necessary - ongoing support and maintenance
- working and presentation of API data integration
- final bug testing responsibility
Client
- testing and sign off
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Stages
Upfront agreement
Stage 1: Design
Stage 2: Development
Stage 3: Testing – contractor and myself
Stage 4: Approval.
Payments (on completion):
Upfront: 20%
Stage 1: 30%
Stage 2: 30%
Stage 3: 10%
Stage 4: 10%
Quote
- Please provide a quote
- Payment to be made directly via e.g. credit card, PayPal (not elance)
- Agreement Terms/ Engagement Letter available on request.
Timeline
Quote: by Saturday 30 June 201X.
Project completion: August 201X – or to be negotiated.
Mobile Summary
• Most of our target market will have a smartphone and/or tablet
• 39% of core wine drinkers use wine related apps
• Does a mobile app help you achieve a business objective?
• Make sure you at least have a mobile website
• Pages depend on your strategy
• Apple design guidelines are clear but not followed by many wineries
• I recommend Native first (and then Web rather than Android?)
• Specify exactly what you want
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Wine SoMoLo: the Local
• Social is connected to Mobile which is connected to Local
• Location Based Services
• 1. Match unmet demand with unused supply eg Groupon, Facebook Offers, OpenTable
• 2. Location Based Social Network eg FourSquare, Facebook local group, Facebook Check-Ins
• 3. Local information, search and listings eg Yelp, FourSquare, Google+ Places
• Local Ads
• General too expensive now need to focus on local results town by town
• Local Search
• Any hint of a local search results in general results being reduced and local results dominating the page
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Source: The Economist 27-Oct-12 Special Report
Questions?
Presentation is available to be downloaded at:
http://www.mylocalwinestore.com/wine-social-media/nz1112-seminar/
Contact Details:
Bruce McGechan
Email: [email protected]
Facebook: http://facebook.com/MyLocalWineStore
Twitter: @BruceMcGechan
Blog: www.MyLocalWineStore.com/blog
Google+: gplus.to/BruceMcGechan
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The End
